Business Strategy Analysis and Applications

This assignment delves into the core principles of business strategy. It examines fundamental frameworks such as the Ansoff Matrix for growth strategies and the Stakeholder Grid for stakeholder analysis. Students are tasked with understanding how these models can be applied to real-world business situations, demonstrating their comprehension of strategic planning and its impact on organizational success.

Business Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ..........................................................................................................................................1
1.1 Business mission, objectives and goals.................................................................................1
1.2 Factors need for producing strategic plans............................................................................2
1.3 Effectiveness of techniques for making business plans........................................................3
TASK 2............................................................................................................................................5
2.1 Organisational audit of VW AG...........................................................................................5
2.2 Environmental audit..............................................................................................................6
2.3 Stakeholder analysis importance...........................................................................................7
2.4 New strategy..........................................................................................................................8
TASK 3............................................................................................................................................9
3.1 Appropriateness of alternative strategies..............................................................................9
3.2 Selected strategy..................................................................................................................10
TASK 4..........................................................................................................................................11
4.1 Roles and responsibilities of personnel...............................................................................11
4.2 Resources needed for implementing strategy.....................................................................11
4.3 Contribution of SMART targets for strategy implementation............................................12
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Business strategy plays a crucial role in achieving the pre determined aims and objects of
an enterprise. Strategy is a management plan which supports in maximizing organisation's
performance. It defines the process for achieving goals and without the proper business strategy
it will be very hard to compete in market with the competitors. Development of business strategy
is the main activity of administration (Business strategy. 2017). But the guarantee regarding
success is not there if an enterprise has good strategy and its execution. This project undertakes a
depth study of strategies related to business discussing various strategies that are formulated to
achieve the goals and objectives of the business taking into consideration the case of VWAG
There are also various factors which affect the plans of the business and the evaluation of
technique's effectiveness will also be developed. The report also consists of Audits related to
Organisational as well as environmental conducted for analyzing the strategic efficiency of the
company. audit will also be conducted in this report which will be used to analyse strategic
positioning Stakeholders being an important part for an organisation are need to be taking into
consideration while making formation of strategy.
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Mission is a purpose statement and the reason for which a company exists in a market. It defines
the core values, ideas abilities and facilities which an organization is pursuing in a short time
period. Its main focus is on business activities and its values.
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Vision defines what company want to be in future and the way to do that. It helps in giving
direction in relation to what needs to be done in future . Vision is a statement that serves as a
inspiration for a company, in times when there no answer regarding problems.
VW AG strives to maximize their buyers so as to enable company to maximize its brand image
and profit in market. Besides, company also focus on using product development strategy for
increasing their market share in order to gain competitive advantage from competitors. Company
also take advantage by creating several possibilities for people in market. Significant attention is
giving in providing training to staff and employees so as to improve their performance by
enhancing their knowledge that will help them to achieve targets in an appropriate manner. This
will also lead to reduction in cost.
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Company deals in a wide range of services and products to cater the needs and requirements of
their customers. In order maintain the standard of its products company make use of accessories
and many other things of high quality in their manufacturing process. The company utilize its
core expertise for gaining competitive advantage in a market. The strategies formulated must be
effective enough to give company an edge over its competitors.
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Strategic planning is the process with enables an organization to formulate various policies and
procedures and can take decisions related to allocation of limited resources so as to ensure their
maximum utilization and output. It also supports a firm forming giving guidelines needed to
implement strategy. There are three factors that are need to be considered while formulating
strategic plans.
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Industry: At the time of strategic planning, it is of vital significance to analyze and evaluate the
whole industry including various aspects related to potential of earning profits, past growth, size
of the market, future threats and chances of new entrants to join the industry, competition etc. It
is because change in any of these aspects will have a great impact on the operations of the
organization
Competition: It is determining the position of business competitor which is considered as a
critical factor in determining strategic plan and policies. Success of VW is subjected to its
efficiency in analysing its competitor’s nature and their position in the market. A analysis
strength and weakness of market competitors should also be done in order to get knowledge
about strategies adopted by them to cater needs and wants of customers. (Helms and Whitesell,
2013).
Strengths and weakness: SWOT analysis is essential feature for formulate strategic plans by
analyzing strengths, weakness, threats and opportunities of an organisation. Determining the
internal strengths by an enterprise is essential as it helps in further developing and enhancing
them. On the other hand, identifying the weakness is of equal importance for the firm as it helps
an organization to take necessary measures to decrease its weakness and improve its
performance..
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BCG Matrix helps the companies in making a wise choice during allocation of resources by
assisting the firm in distinguishing in areas which requires more resources and investments. This
technique needs to be giving specific consideration while developing strategic plans for business.
Question Marks: It explains different ventures with large amount of growth in market and
having low shares in the market. In case, the market share of the company is low then the amount
of money spent by an enterprise will be high.
Dogs: In such situation, businesses experiences less market growth along with less market share.
In such situation, organisation can be wind up or sink. Companies are termed as weak here and
finds problem in generating revenue.
Stars: In the situation which is called star, companies are having market growth as well as high
share. They have several different opportunities which make them business leaders in a market.
They capital invested is high for gaining high market share.
Cash cows: In this situation, the business is having low growth in market but have high share.
This is that category of businesses who are doing good in market but have low growth.
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Market penetration: Market penetration describes the policies and procedures formulated with
the main objective of selling old product in prevailing market. It is helpful in maximising and
maintaining market share of the product, restructuring of mature market and to secure growth in
market dominance by removing competitors.
Market development: Company make sale of existing product in new market in this approach.
This kind of policies can be adopted by involving distribution channels, product dimensions and
packaging and new channels of distribution etc
Product development: In this situation, company introduces new products in existing markets. In
product development strategy new competitive advantages are developed and products are
modified by company for attracting customers
Diversification: In this kind of situation, new products are introduced in new market.
Diversification is a risky strategy as it leads business to enter into new with no or little
experience.
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TASK 1
1.1 Business mission, objectives and goals
A proper and effective business plan in an enterprise is significant for achieving goals,
mission, and vision and core competencies. An effective strategy contributes in reducing
administration cost of a business. This will result in enhancing sales and profit of VWAG besides
giving it an edge over its competitors (Agyapong and Boamah, 2013).
Following are defined as the mission, vision, objectives, goals and competencies of the
mentioned firm:
Mission “ To build long term relation with customers and to give support in the
creation of right choice regarding needs of business, by minimizing
cost and giving standard service to customers.”
Vision “To be focused on positioning the brand and to be global economic
and environmental leader between automobiles manufacturers.”
Goals and Objectives VWAG strives to make maximize its buyers so as to maximize brand
image and profit of the company in market. Besides, company intends
to increase its share in the market by involving product development
strategy which will be a supporting factor in gaining competitive
advantage over competitors (Aithal, 2016) Vital importance is giving
in providing training to staff and employees so as to improve their
performance by enhancing their knowledge that will help them to
achieve targets in an appropriate manner. This will also lead to
reduction in cost.
Core Expertise Company deals in a wide range of services and products to cater the
needs and requirements of their customers. The company utilize its
core expertise i.e. producing high quality products by using various
accessories for gaining competitive advantage in a market. The
strategies formulated must be effective enough to give company an
edge over its competitors.
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1.2 Essentials Factors of Strategic Planning
The planning decision related to the strategies which serves as support for taking essential
decisions related to an enterprise such as resource allocation, investments etc is termed
Strategic Planning. Strategic plans also enables company to decide can several guidelines
requisite for implementing those strategies. Mentioned below are the three factors that
should be considered while formulating plans related to strategies (Alsoboa and
Aldehayyat, 2013). Competition: It is an important determinate that must be considered while formulating
strategic plans as it helps in the competitor's position in a market. VWAG cannot be
successful, in case the analysis regarding competitor's nature will not be made. A strength
and weakness analysis of market competitors should also be done in order to get
knowledge about strategies adopted by them to cater needs and wants of customers. Industry: During conducting strategic planning of a business, an enterprise should
evaluate whole industry by studying its past growth, new entrants in market, competitive
profitability, size of market and probable future threats. These modifications related to
such factors will greatly impact the activity of an organisation (Ang, 2011).
 Strengths and Weakness: An organization has various strengths and weakness that must
be determined so as to support company in its success and growth. There are certain
internal factors in an organisation that are important to be analysed while formulating
strategic plans. Internal strengths includes performance of employees, its manufacturing
process, organisation culture, effectiveness of decision making process etc. In addition
analyzing weakness of an enterprise is also important so that company can make
improvement to overcome them.
 1.3 Effective techniques for making business plans
Mentioned below are some of the techniques which can be used for making and
developing business:-
Boston Consulting Group Matrix
Boston Consulting Group Matrix is one of the most effective techniques which helps the
organisation to identify the areas which requires more investment and resources. This is one of
the most effective technique for making strategic plans in a business (Burlton, 2015)
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 Question Marks: It explains different businesses having large scope for growth in market
and have less market share. If the share in the market of a company will be less then an
enterprise will require high investment of money. Dogs: A company in dog situation have less market growth and less market share. In
such situation, organisation can be wind up or sink. Companies are termed as weak here
and finds problem in generating revenue. Stars: In the situation which is called star, companies are having market growth as well
as high share. They have several different opportunities are termed as business leaders in
a market (Champoux and et.al., 2012). They require high investment for gaining high
market share.
 Cash Cow:-: It is a situation where a business experience low growth in market but have
high market share. These are businesses doing good in market but have low growth.
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Ansoff Matrix
Il
lustration 1: Ansoff Matrix, 2017
(Source: Ansoff Matrix, 2017 )
 Market penetration: It is the term describing growth related strategy where the main
focus is selling exiting product in the prevailing market. It is helpful in maximising and
maintaining market share of the product, restructuring of mature market and to secure
growth in market dominance by removing competitors. Market development: Company make sale of existing product in new market in this
approach. This kind of policies can be adopted by involving distribution channels,
product dimensions and packaging and new channels of distribution etc. (Firnkorn and
Müller, 2012) Developing a product: In this situation, company introduce new goods in existing
markets. These plans included developing new competencies and modified products for
attracting customers.
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 Diversification: In such situation, entirely new goods are been introduced in new market.
Diversification is a risky task business makes enters into new market with no or little
experience.
TASK 2
2.1 Organisational audit of VW AG
Strategic position of a company can be defined as different ways adopted by company for
performing several activities in a different way from its competitor or performing same activities
differently. Strategic position helps VW AG in performing good in market and creating
achieving effective market position resulting in an gaining competitive advantage for an
organisation over its competitors. SWOT analysis can be made to make strategic market
position.
STRENGTHS WEAKNESS
 VWAG has a wide brand portfolio
among all the automobile companies.
 The diversification strategy used by
VWAG is best of its
 TOGETHR-2025 is the new strategy
that has been established by the
company
 The company has an advantage of
various venture in collaboration with
chin’s auto-makers which helps in
maximising its revenues.
 Different kinds of models are
introduced in the market to attract the
customers..
 UK market is experiencing high degree
of recall
 It has a comparatively low market share
in auto-mobile market of US.
 Certain policies that proves to be
negative for the company leading to
minimizing its brand image
 Company experience low expertise and
lack competence in battery driven
product manufacturing.
OPPORTUNITIES THREATS
 Fuel prices are expected to be increased
in near future
 Rules and Regulations of government
are continuously increasing
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 Skills and competences can be gathered
with the support of acquisitions
 Demand regarding autonomous
vehicles
 Exchange rate of euro is decreased
 Increase in price of raw material which
will affect company's profit.
 Innovative techniques are being used
by competitors in their products which
have an adverse effect on VW AG.
 International competition is increasing
continuously day by day.
2.2 Environmental audit
Environmental audit done by any organisation involves PESTEL which is an analysis of
external factors of an organization. It is used to scan the whole market environment in which
company is operating. VWAG make use of Strategic approach for scanning different factors
having an impact on operations of firm. Political factors: VWAG has its operations in more than 150 countries with different
political aspects. These factors include different government legislations which might
distinctively impact. Various policies of UK government are also a major factor affecting
the company in many ways. (Kernbach, Eppler and Bresciani, 2015). Economical factors: This kind of factor is having significant impact on entities and
working of business. Economical policies involve various fiscal policies as well as
monetary policies which effect working of an enterprise. Social factors: Different social factors presented in an environment have a huge impact
on VWAG like customers taste and preference, buying behaviour and cultural
environment. Customers in UK prefer to buy luxury cars as they high purchasing power
which greatly affects the organization. Factors related to Technology : Technological factors Includes advanced and creative
technology used by a firm. The manufacturing units related to auto-mobile make use
different kind of technologies to produce products with latest up gradation and features.
 Factors related to Environment: This factors give great impact on the operations of
business. Company make production of different products such as petrol and diesel
products which helps them to attract many consumers (Killing, 2012). Organization must
works towards making products that have low smoke emission so as to reduce the
percentage and impact of pollution caused by diesel products.
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 Factors related to Legislation: Legal factors too have a great impact on the growth and
success of a company. A business experience several legal problems during its business
operations. In UK a company has to pay penalty for making diesel cars.
2.3 Importance of Stakeholder Analysis
Stakeholders are thoseperson, group or an organisation which have a direct involvement
in the working of an organisation. Employees, directors, shareholders, community, unions,
government, suppliers and creditors are defined as stakeholders. Analysis of stakeholders is
termed as the method which is used for identifying people who supports in activities of business
(Li, Zhou and Si, 2010). Mentioned below are the steps involved in stake holder’s analysis:
Step-1
The initial and the main step involved in stakeholder analysis is determining those
individuals involved in and get impacted by the various operations of business .
Step- 2
Another main step in the process is to have identification regarding influence, power and
interest which arrive from stakeholders. In this regards, stakeholder grid should be made by
company.
Ill
ustration 2: Stakeholder grid, 2017
(Source: Stakeholder grid, 2017)
 Stakeholders, who are having high power as well as high interest make large amount
efforts for promoting products, satisfy consumers for influencing strategies.
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 Stakeholders who are having high power and low interest have influence on strategies but
they also become bored with organisation.
 Stakeholders with low power and high interest must be informed as they are vital for an
enterprise (London and Hart, 2010).
 Company should give less focus in monitoring those stakeholders who are having less
power and less interest and does not have effect on organisation
Step- 3
The final step in analysis of stakeholders is to maintain understanding with the
stakeholders by asking for proper feedback and support.
2.4 New strategy
It is of critical importance for each and every organisation to generate an effective plan so
as to cater the demands of the customers to attain satisfaction. VW AG created a blueprint,
which enables them in developing more values for their administration as well as
merchandise among clients. Whenever an organisation produce new product for their
buyers, they should develop a strategy in regards with that. Each and every customers is
having its own wants and needs which must be achieved by company and VW AG is
fulfilling them by offering innovative as well as unique products to their customers. Along
with it, it also helps in enhancing revenues and improves company's brand image in a
country. An efficient and effective plan also supports them in develop and extend
merchandise and business in a world (Pugh and Bourgeois III, 2011).
Another point of focus for the company is on positioning its product to the target market
by developing brand image with the help of unique and advanced technologies for their
organisation. VW AG is continuously expanding their business by capturing the attention of its
consumers through product branding. Principle strategy of a company is to be the world’s market
leader in providing sustainable mobility. Company is also adopting new strategies like
TOGETHER- strategy 2025, that will develop a new, stronger and better Volkswagen. They also
want to surprise consumers by innovative solutions regarding fascinating and mobility vehicles.
They also wanted to be technology leader as well role model when there is a need of safety,
environment and integrity. Company will also make representation of attractive investment with
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the support of competitive profitability and will be excellent, reliable and secure employer with
the assistance of new strategy.
TASK 3
3.1 Appropriateness of alternative strategies
There are different alternative strategies that are being used by the VW AG so as to have
proper growth and development. These types of strategies can be described as follows:
Market entry strategies Organic growth: When the development in an organisation is proper as it was in initial
phase it is defined as the organic growth. Merger: It is the process when different organisations combine and make performance as
separate business entity. Acquisition: In this 100% ownership of a particular company is purchased by a specific
enterprise (Reinhardt and Stavins, 2010). Strategic alliance: When more than one business share their capital, machinery i.e. assets
in order to achieve objectives. Licensing: It is a design where in parent company allows another organisation to use
their trademarks and in return ask for some fees.
 Franchising: In this only trademark is not given by parent company but various services
like maintenance cost etc. are also given.
Substantive growth Related diversification: Diversification in relation with the product line of a company i.e.
enlarging range of products is called related diversification. Unrelated diversification: Diversification in product line by adding new or products
different from old one is termed as unrelated diversification.. Horizontal integration: It is defined one companies make involvement in business at the
time of production in same or different industry (Ross and Blumenstein, 2013).
 Vertical integration: It is when different organisations gets involved in different
production stages in same industry ,it is termed as vertical integration.
Limited growth
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 Development of Market: In market development company provides old services and
products in different market areas. Product development: It defines designing, producing and marketing of products
according to customer needs.
 Market penetration: Penetration of the exiting market is undertaken by increasing share
of its old products in market with the help of advertising, discount etc.
Retrenchment Turnaround: Turnaround strategy assists in converting organisation into successful one.
It is generally used for sick or loss bearing company so as to give solutions for financial
crisis.
 Liquidation: Company make use of this strategy at the last stage of its product’s life
cycle. With the assistance of it, company shuts down their business and sell their assets
(Segers and Inceoglu, 2012).
3.2 Selected strategy
In regards with the perspective of the market, VW AG requires introducing new products
and notions to assist the company in gathering the market area. For future growth, an
organisation needs to do market analysis which serves to be useful for an organisation in the
development of new products in accordance with customer's needs and wants so as to make
diversification in products and services and can also cater new market segment which will help
in making profit.
VW AG should also make use of upright integration in order to increase organisation.
They can also continue by making alliance with the different auto-makers so as to attract new
segments of market. Company is having good place in the market and can make profit with the
coordination with the new corporations (Sluyterman, 2013). Alliances which are developed with
the affiliated corporation will support organisation to make more efforts for the satisfaction of
customers and can also make new class of merchandise in order to satisfy desire of customers.
Company will also be able to have expansion of market by developing new line of product.
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TASK 4
4.1 Responsibilities and roles of personnel
The strategy execution requires an individual who can give directions to other
personnel’s and is capable of classifying work and allotting it among employees according to
their job responsibilities in an enterprise. The employees of VW AG are accountable for
implementing strategies that have some kind of roles and duties. In order to make
implementation of successful strategy , role and responsibilities of personnel must be explained
in a clear manner. CEO of company is responsible for communicating information which is in
relation with the strategy to different employees and parties. He is also having responsibility to
drive planning in relation with various strategies.
In the case which is in regards with the strategic plans, personnel of VW AG is having
responsibility for the execution of strategy and must maintain needed records. It is also necessary
for the planning of various strategies and also provide assistance in avoiding various legal
responsibilities. Effective monitoring is also needed in the case of successful execution of
strategy (Sum, 2011). Monitoring and controlling can be defined as periodic review of activities.
It also helps in the identification of actual and proper steps which must be taken by the
employees for strategy implementation. It also use effective corrective actions if there is any
kind of requirement. Personnel in a company also supports in making encouragement of overall
performance through strategic planning. An effective role is also being played by the operational
or lower level of management, they provide assistance in maintaining several operations in a
particular way which will helps in the attainment of different objectives, goals and targets which
are designed by the middle level management.
4.2 Requisite resources for strategy implementing
Various kinds of resources are needed accomplishing effective new policies in VW AG.
These procedures helps in the execution of strategy in accordance with the desired aims and
targets. Some of these types of resources can be defined as follows: Human resources: In order to have successful execution of the strategy in an enterprise,
VW AG should consider human resources. They are termed as the vital elements which
are used for the implementation of strategies as well as also used for the maximising
company's performance. HR of the company must have good technical knowledge as
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well as productivity so as to have appropriate execution of strategy (Wesseling and et. al.,
2015). Financial resources: These resources explains how VW AG gather finance for executing
its strategies so as to make them effective. There are two methods with the help of which
finance can be generated and these methods are debt and equity. It has been
recommended that company should make use of equity as there is involvement of no
interest bearing cost on principle. Environment: It is of vital importance that environment must be supportive for the
execution of strategy. It means that in case of any strategic modification or alteration in
organization, to make its execution successful there has to be change in its environment.
It will also assist organisation in achievement of objectives and goals.
 Time and material resources: In order to implement or execute any type of policy, a fir,
requires some time period and material that are requisite for implementing it effectively.
VW AG should also use different machines for making development of strategies and
good quality of technology. Material resources are very necessary in the production of
goods and services which are needed to satisfy customers requirement (Verbeke, 2013).
4.3 Contribution of SMART targets for strategy implementation
SMART targets are defined as different targets and aims which are developed by the
VW AG . They are require to be certain and particular in nature, must be able to be measured
with desired criteria that should be attained in appropriate time and must be of realistic nature.
These targets supports the organization in the achieving its aims and goals in proper manner.
Such kinds of targets consist of set parameters which ensures that an organization is working
towards one direction. Mention below is the description of SMART:
'S' can be defined as the particular targets which are supportive in increasing profitability
as well as share of market for VW AG. If there will be no specific targets than each and every
effort of the company will be of no use (Sum, 2011).
'M' can be defined as the goals that can be measured and are described by the VW AG. In
case the targets set cannot be measured by the company in relation to the desired targets ,then it
becomes impossible to find out about any type of leakage
'A' are goals and objectives which can be achieved easily. It is of vital importance that the
strategies made by an organisation should be properly implemented so as to make it easy for a
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company to effectively attain its goals and aims. With the help of its chosen policies VW AG
will be able to achieve desired results.
'R' are the targets that are real in nature. Objectives set by a firm should be practical. A
company should avoid any non viable claiming in relation to increase its share in the market.
'T' represents an approach which is time specific and is associated with the SMART targets.
Each and every kind of activity that took place in an organisation has particular time limit. So the
targets which are designed must be achievable in defined time (Wesseling and et. al., 2015).
CONCLUSION
The project undertaken, analyse that an effective implementation of strategy is dependent
upon determining its external factors. The main strategic goal of VW AG is to be the world’s top
global leader in economic and environmental terms. In order to make achievement of strategies,
it is required that there must be profound analysis. Upright integration strategical plans should
be formulated by company for achieving growth and development in market. It is also analysed
that effective implementation of strategy is dependent on target market conditions, so it is
recommended that organisation must be aware of all these kinds of conditions which will affect
there working in positive as well as negative manner.
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Online
Business strategy. 2017. [Online]. Available through:<http://businesscasestudies.co.uk/business-
theory/strategy/business-strategy.html>. [Accessed on 12th July 2017].
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